Client: Tide Detergent

Problem from Brief: Increase conversion to cold water washing (75% of loads of laundry by 2030).

Build brand love by supporting Tide’s overarching brand objective— “Inspire the hope and optimism that comes from the certainty of clean.”

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This past semester, I was fortunate enough to be one of eleven students selected for Syracuse’s American Advertising Federation Student Competition Team. Throughout the semester, I assisted as a Team Leader, worked as a member of our six person creative team, and was Co-Designer of our final plans book.

The creative team worked hand and hand with our strategists throughout the semester to create an integrated campaign for Tide. In April, we traveled as a team to New York City to present our work at Pace University, and won 2nd place in the 2nd Regional District!

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